83 incredible examples of social media marketing

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Social media marketing has, over the past few years, gone from something practiced by a few early adopters to a crucial part of most big advertising campaigns. For proof of that, you only have to look at the results of a recent Gartner survey, which showed that most people now see social as being nearly as important as a corporate website and more traditional forms of online advertising.

It makes sense too. Research from eMarketer suggests that brands can profit dramatically from a well-executed social campaign and a 2012 study by research company Millward-Brown showed that there was a direct correlation between how successful a company is and how well it uses social media.

That goes a long way to explaining why it’s become such big business. Twitter alone is expected to rake in US$1-billion from ads next year and a large portion of the US$1.36-billion in revenue Facebook reported in Q1 of 2013 came from ads.

With that kind of spend comes serious incentive for innovation and The Bees Awards, a San Francisco-based award for the best use of social media, now in its fourth iteration aims to recognise the best examples of social media innovation.

The awards have just announced the nominees for the 2013 edition. While there is still a strong US presence, emerging market countries such as Brazil, Russia and China are increasingly evident among the nominees.

Among the more interesting campaigns from those nominees is one called “You are Blind” from the Hungry Boys agency in Russia, which aims to change the treatment of blind children by giving people insight into what they go through. The primary way of doing this was with a website that challenged people to navigate a character through a virtual city using only sound.

But the campaigns aren’t all hard-hitting and serious. For instance, one of the most popular campaigns this year, and a strong contender in the viral video category, is Bubba’s Hover from US agency Thinkmodo, which saw top golfer Bubba Watson riding around in a hovercraft modified to function as a golf cart.

The winners will be announced on 31 May. The full list of nominees follows below.

1. Best Use of Micro-Blogging Platform

Discovery Channel – MoonshinersOMDUnited States
Metropole TweetphonyHavas WorldWide AmsterdamNetherlands
Curators of SwedenVolontaireSweden
The Oreo Blackout Tweet360iUnited States

2. Best Use of Social Media Platform

#friskissthlmVoltSweden
The Social Home TourArtplanBrazil
Frito-Lay Do Us a FlavorOMDUnited States
Skype: Say it with Skype1000headsUnited Kingdom
Papermate World’s Most Stolen PenPHDUnited States

3. Best Use of Mobile

#friskissthlmVoltSweden
Discovery Channel – Gold RushOMDUnited States
AMOURUGBYFRED & FARID GROUPFrance
Propel KiipOMDUnited States

4. Best Use of Alternative Tools

Dunk TankClear Channel SpectacolorUnited States
GODIVA LOVE&HUG projectSaatchi and Saatchi Fallon TokyoJapan
The CW “Twitter in Print”OMDUnited States
Civil Rights CaptchaPrimeSweden

5. Best Use of Ad Banners on Social Media Platform

Bugaboo’s 3 For 30 – Facebook AdsBuzzsmithUnited States
Rav4 – No Time to Waste! BannersSaatchi & Saatchi LAUnited States

6. Best Use of Analytic Tools

Agora Social Visualizer1000headsUnited Kingdom
Top VoiceCossetteCanada

7. Best Engagement with Customers

Discovery Channel – MoonshinersOMDUnited States
Revlon SuperLustrous Truth or DareVML DigitalAustralia
Samsung Q470 product launch campaignMSLGROUP AsiaChina
Frito-Lay Do Us a FlavorOMDUnited States

8. Best Relationship with Blogs

MILRAM Blogger Cookbookstrg. GmbHGermany
VO5 Express YourselfHavas Worldwide LondonUnited Kingdom
Cotton 24-Hour Runway ShowJack Morton WorldwideUnited States

9. Best Reputation Management

Tanks Of ThanksColle+McVoyUnited States
Basil HaydenWalton IsaacsonUnited States

10. Best Crisis Management

Making a Difference for a Sandy Hook FamHavas PR North AmericaUnited States

11. Best Social CRM

The Social Home TourArtplanBrazil
Mitsubishi MyCoverAmpfyBrazil

12. Best Branded Viral Video

Human Motorcycles: Behind the Scenes witi.d.e.a.United States
Bubba’s HoverThinkmodoUnited States
100 Cars For Good “Click”Saatchi & Saatchi LAUnited States
Tundra Endeavour – The Ultimate JourneySaatchi & Saatchi LAUnited States

13. Best Marketing Within Social Games

Gatorade Bolt! Mobile IntegrationOMDUnited States
MyLowe’s Sims SocialOMDUnited States
Intel Angry BirdsOMDUnited States

14. Best use of Geo-Location for Social Media Marketing

The Great Beach CleanAppINNOCEAN USAUnited States
Hertz FoursquareOMDUnited States
Tag the WeatherSaatchi & Saatchi StockholmSweden

15. Best use of App for Social Media Marketing

“A Year in the Like”Edelman DigitalUnited States
Papermate World’s Most Stolen PenPHDUnited States
Bradesco F.BankingAG2 Publicis ModemBrazil
Mitsubishi MyCoverAmpfyBrazil

16. Best Tool or Technology for Social Media Marketing

The CW “Twitter in Print”OMDUnited States
The Cisco Learning NetworkLearning@CiscoUnited States
The Social Home TourArtplanBrazil
Adaptive CanvasStudiocomUnited States

17. Best Student Work

Google Music TranslateForsbergs School of Design and AdvertisingSweden
The Red Cross – TweetAidBerghs School of CommunicationSweden
Final ChapterDMJX: Creative CommunicationDenmark
Underground LibraryMiami Ad SchoolUnited States
JetBlue Empty SeatsMiami Ad SchoolUnited States
The Digital Donor CardDMJX: Creative CommunicationDenmark

18. World Student Brief

AFS Thai SportsMedia Design SchoolNew Zealand
Round The World in 80 Seconds Media Design SchoolMedia Design SchoolNew Zealand
Snapchat with ChileMedia Design SchoolNew Zealand
The Cushy AppMedia Design SchoolNew Zealand

19. Best Social Media Marketing Theory

Measuring What Mattersblueocean market intelligenceUnited States

20. Best Innovation

BlindHungry BoysRussia
The CW “Twitter in Print”OMDUnited States
Discovery Channel – MoonshinersOMDUnited States
The Social Home TourArtplanBrazil

21. Best Copywriting

Basil HaydenWalton IsaacsonUnited States
Advertising Week Question GeneratorColle+McVoyUnited States
100 Cars For Good “Click”Saatchi & Saatchi LAUnited States

22. Best Art Direction

Samsung Make A Wish Campaign for Valentine’s DayHavas MediaHong Kong SAR China
Basil HaydenWalton IsaacsonUnited States
GAME OF THRONES DRAGON SHADOW LAUNCHPHDUnited States
Prius HumSaatchi & Saatchi LAUnited States

23. Best Campaign

THE COUNTRYWIDE JOKEFRED & FARID GROUPFrance
Adobe Marketing Cloud: Metrics, Not MythEdelman DigitalUnited States
SmartWool Fan Field Tester ProgramVictors & SpoilsUnited States
The Great American Bacon Barter360iUnited States
Civil Rights CaptchaPrimeSweden
Tundra Endeavour CampaignSaatchi & Saatchi LAUnited States

24. Agency of the Year

1000heads1000headsUnited Kingdom
360i360iUnited States
OMDOMDUnited States
Edelman DigitalEdelman DigitalUnited States
MSLGROUP AsiaMSLGROUP AsiaChina
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